Determinants of Continued Use of New Media: An Empirical Study from Social Network Community

摘要

In a new social media based on online virtual community, while the users' psychological and mental state, and the relationship between the users' consumer behavior and satisfaction, has recently received considerable research interest, the research about how to extend the continuous usage of new social media and influencing mechanism are still in its infancy. In this study, we proposed an New-Media-Continued-Use-Model (NMCU-Model) based on Technology Acceptance Model (TAM), and conducted an empirical analysis on new media users' continued use behavior taking online virtual games community as an example. We collected 726 records of data three universities in China. The results showed that users' continued use are affected by the game's entertaining, challenging, positive experience from previous playing and the level of player's confidence to this online game, the players' self-realization, self-esteem and immerse demand, as well as other factors. The results of the work provide effective design guidance for the new media communities' developer.